This Is Service Design Doing: Using Research and Customer Journey Maps to Create Successful Services

541 Pages·2016·69.86 MB·english

by  Marc Stickdorn

1
APPLYING SERVICE DESIGN AND
DESIGN THINKING IN THE REAL WORLD
A PRACTITIONERS’ HANDBOOK
1 also for design thinking, cx design, service marketing, human-
centred design, and whatever you call what you’re doing …

APPLYING SERVICE DESIGN THINKING
IN THE REAL WORLD
A PRACTITIONERS’ HANDBOOK
THIS IS SERVICE DESIGN DOING
by Marc Stickdorn, Markus Hormess, Adam Lawrence, Jakob Schneider
Copyright © 2018 Marc Stickdorn, Markus Hormess, Adam Lawrence, Jakob Schneider. All rights reserved.
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Revision History for the First Edition:
2018-11-16 Fifth release
2019-03-01 Sixth release
2019-08-30 Seventh release
2019-12-20 Eighth release
See http://oreilly.com/catalog/errata.csp?isbn=0636920040354 for release details.
The O’Reilly logo is a registered trademark of O’Reilly Media, Inc. This Is Service Design Doing, the cover image,
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Although the publisher and authors have used reasonable care in preparing this book, the information it con-
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penses, or damages resulting from use of or reliance on the information contained in this book.
978-1-491-92718-2
[TI]
KPIs
4 EDITORS01
12 CHAPTERS
33 CASES02
54 METHODS ONLINE03
96 CO-AUTHORS04
105 EXPERT TIPS AND COMMENTS05
EDITED/COLLECTED/
205 CONTRIBUTORS06
WRITTEN/DESIGNED BY:
547 FOOTNOTES07
MARC STICKDORN
ADAM LAWRENCE
MARKUS HORMESS
JAKOB SCHNEIDER
01 The four editors, Marc, Adam, Markus, and Jakob, are also the main authors and the designers of this book. All text that does not name a
specific author was written by us. However, we were not alone. More than 300 people helped us to create this book. Besides the co-authors and
contributors, many others had important roles. Have a look at the end of the book to find all of them.
02 The 33 case studies describe how service design is used in various industries. They include many photos and key takeaways. Sometimes, we
reference a specific case in a footnote as an example of how a specific tool or subject matter is used in practice.
03 Detailed hands-on descriptions of all of the service design methods included in this book are freely available online at
www.thisisservicedesigndoing.com. You’ll also find short descriptions of the methods at the ends of Chapters 5, Research; 6, Ideation, 7; Prototyp-
ing; and 10, Facilitating workshops.
04 Our 96 co-authors contributed 33 case studies and 105 expert comments and tips to this book, often going through several iterations of
feedback from the editors and reviewers. Their names are always included with their contributions. Make sure to quote the right people when
you refer to their work! Short bios and photos of all the co-authors can be found at the end of the book.
05 We invited service design experts from academia and industry to critically comment on the chapters or to give tips on how to do it. You will
find these tips and comments alongside the main text, with attributions.
06 A total of 205 contributors reviewed the original text written by the editors chapter by chapter through separate Google Docs. They suggested
changes, added passages and footnotes, and sometimes even had vigorous discussions on various topics. These critical reviews were our crit
sessions. They helped us to broaden our view and incorporate diverse thoughts and sources. Even though this process was a lot of work and WITH GENEROUS
took much longer than expected, it vastly improved the quality of the book. Have a look at the Preface to learn more about the process of this
book and to read the names of all 205 heroes who invested their time into this project. SUPPORT FROM THE
07 There are many footnotes in this book. Why so many? On the one hand, we do not expect that you will read this book cover to cover, so we
wanted to highlight connections between the different chapters to guide you to other chapters you might be interested in. On the other hand, GLOBAL SERVICE
we wanted to show that service design is rooted in extensive academic work spanning many different disciplines. Even though the book is
intended as a handbook for practitioners, we strove to keep a basic academic standard. As far as possible for a book like this, we have tried to D ESIGN COMMUNITY
mention and quote original texts or give examples for further readings where appropriate.
This Is Service Design Doing
01 02
WHY WHAT IS
SERVICE DESIGN? SERVICE DESIGN?

1.1 What do customers want? ........................................3 2.1 Defining service design ............................................19
1.2 The challenges for organizations .............................6 2.2 Different views ...........................................................21
1.2.1 Empowered customers ......................................................6 2.2.1 Service design as a mindset .........................................21
1.2.2 Silos ............................................................................................7 2.2.2 Service design as a process .........................................21
1.2.3 The need for innovation .................................................10 2.2.3 Service design as a toolset ...........................................21
1.2.4 Organizations are reacting .............................................11 2.2.4 Service design as a cross-disciplinary
language ...............................................................................22
1.3 Why a service design approach? ...........................14
2.2.5 Service design as a management approach ........22
2.3 Origins and progress ...............................................23
2.4 What service design isn’t .......................................24
2.4.1 It is not simply aesthetics or
“putting lipstick on a pig” ..............................................24
2.4.2 It is not simply “customer service” ............................24
2.4.3 It is not simply “service recovery” ..............................24
2.5 The principles of service design, revisited ...........25
2.5.1 The original ..........................................................................25
2.5.2 The new .................................................................................26
iv/v
03 04
BASIC SERVICE THE CORE ACTIVITIES
DESIGN TOOLS OF SERVICE DESIGN
3.1 Research data ..........................................................36 4.1 In search of a process for designing a service ....83
3.2 Personas ....................................................................41 4.2 Core patterns in the design process .....................85
3.3 Journey maps ...........................................................44 4.2.1 Divergent and convergent thinking
and doing ..............................................................................85
3.3.1 A typology of journey maps ........................................50
4.2.2 M ake sure to solve the right problem before
3.3.2 Service blueprint ...............................................................54
solving the problem right ...............................................86
3.4 System maps ............................................................58 4.2.3 All design processes are alike...and different ........88
3.4.1 Stakeholder maps ............................................................59
4.3 I ntroducing the core activities of the
3.4.2 Value network maps ........................................................62
TiSDD service design framework ...........................91
3.4.3 Ecosystem maps ...............................................................62
3.5 Service prototypes ..................................................65
3.5.1 Prototypes of service processes
and experiences .................................................................67
3.5.2 Prototypes of physical objects ...................................70
3.5.3 Prototypes of environments, spaces, and
architecture ..........................................................................71
3.5.4 Prototypes of digital artifacts and software ........72
3.5.5 Prototypes of ecosystems and
business value ....................................................................74
3.6 Business Model Canvas ...........................................76
This is Service Design Doing
05
RESEARCH
5.1 The process of service design research .............100 5.2 Methods of data collection ....................................117
5.1.1 Research scope and research question ...............100 Desk research: Preparatory research .....................118

5.1.2 Research planning ..........................................................102 Desk research: Secondary research .........................119
Research loops .................................................................102 Self-ethnographic approaches:
Autoethnography .............................................................119
Sample selection .............................................................103
Self-ethnographic approaches:
Research context ...........................................................104
Online ethnography ......................................................120
Sample size .......................................................................104
Participant approaches:
5.1.3 Data collection .................................................................105
Participant observation ..............................................120
Research methods .........................................................107
Participant approaches:
Method triangulation ....................................................107 Contextual interview .......................................................121
Data triangulation .........................................................108 Participant approaches:
In-depth interview ..........................................................122
Researcher triangulation .............................................110
Participant approaches: Focus groups .................123
Indexing ...............................................................................110
Non-participant approaches:
5.1.4 Data visualization, synthesis, and analysis ...........111
Non-participant observation ....................................123
Visualizing data .................................................................111
Non-participant approaches:
Peer review and co-creation ......................................113 Mobile ethnography .......................................................124
Codifying data ...................................................................113 Non-participant approaches:
5.1.5 Using research outcomes .............................................114 Cultural probes .................................................................124
Co-creative workshop: Creating personas .........125
Co-creative workshop: Journey mapping ...........126
Co-creative workshop: System mapping .............126
vi/vii
06
IDEATION
5.3 Methods of data visualization, synthesis, 6.1 Ideas .........................................................................158
and analysis .............................................................127
6.2 Decisions .................................................................160
Building a research wall ...............................................128
Creating personas ..........................................................128 6.3 The process of ideation .........................................163
Mapping journeys ............................................................129 6.3.1 Planning ideation ............................................................163
Mapping systems ............................................................130 6.3.2 Idea generation ................................................................165
Developing key insights .................................................131 6.3.3 Idea selection ....................................................................167
Generating jobs-to-be-done insights ...................131 6.3.4 Documentation ................................................................169
Writing user stories ........................................................132
6.4 Ideation methods ....................................................177
Compiling research reports ........................................132
P re-ideation: Slicing the elephant and
splitting the ideation challenge ................................177
5.4 Cases ........................................................................134
P re-ideation: Ideas from journey mapping .........178
5.4.1 Case: Applying ethnography to gain
actionable insights .........................................................136 P re-ideation: Ideas from system mapping ..........179
5.4.2 Case: Using qualitative and quantitative P re-ideation: “How might we …?”
research in service design ...........................................139 questions from insights and user stories .............179
5.4.3 Case: Developing and using G enerating many ideas:
valuable personas ...........................................................142 Brainstorming and brainwriting ...............................180
5.4.4 Case: Illustrating research data with Generating many ideas: 10 plus 10 .......................180
journey maps .....................................................................146
Adding depth and diversity: Bodystorming ..........181
5.4.5 Case: Current-state (as-is) and
A dding depth and diversity:
future-state (to-be) journey mapping ..................149
Using cards and checklists .........................................182
A dding depth and diversity: Ideation based
on analogies and association ...................................182
This is Service Design Doing
07
PROTOTYPING
U nderstanding, clustering, and ranking options: 7.1 The process of service prototyping .....................212
Octopus clustering .........................................................183
7.1.1 Decide on the purpose .................................................212

U nderstanding, clustering, and ranking options:
Prototyping to explore ..................................................212
Benny Hill sorting (“Thirty five”) ...............................184
Prototyping to evaluate ...............................................213
Understanding, clustering, and ranking options:
Prototyping to communicate and present ...........213
Idea portfolio .....................................................................185
7.1.2 Decide on your prototyping questions ..................214
Understanding, clustering, and ranking options:
Decision matrix ................................................................185 7.1.3 Assess what to make or build ...................................216
Reducing options: Quick voting methods ............186 7.1.4 Planning prototyping .....................................................218
Reducing options: Physical commitment .............186 Audience .............................................................................218
Roles in the team ............................................................219
6.5 Cases .......................................................................188
Fidelity ................................................................................220
6.5.1 Case: Opening the design studio
to your customers ..........................................................190 Prototyping context .......................................................221
6.5.2 Case: Co-design with hybrid methods ..................193 Prototyping loops ..........................................................223
6.5.3 Case: Building on solid research ..............................196 Multitracking ....................................................................224
6.5.4 Case: Mixed-method ideation .................................200 Method selection ............................................................224
6.5.5 Case: Supporting creativity with 7.1.5 Running prototyping sessions ..................................226
trigger visuals ..................................................................203
7.1.6 Data synthesis and analysis .....................................228
7.1.7 Visualizing prototyping data .....................................228